Tag Archives: social media agency london

CASE STUDY: Luxury brand Burberry ahead of the competition with digital innovation

Image Taken From Burberry Website
Image Taken From Burberry Website

When it comes to digital there are a whole load of possibilities with how retail brands can choose to approach the area and how creative they can be.

This is a beautiful space that can offer brands the chance to shine and think out of the box in terms of marketing to their consumers. Where we are now is that the platforms themselves have developed hugely and social advertising is becoming more popular.

Brands are also making greater use of newer social media platforms like Snapchat which offers marketers a chance to target the younger consumer through images and short videos.

There are many good examples of retailers embracing social media and creating really good and creative content on a regular basis – Burberry is a great example of what could be achieved when digital is fully embraced. Not just placing themselves where their target audience is online but also engaging with them in a way that can open up a whole new shopping experience.

This post is based around a recent news article headline which said;

“Rival luxury brands have yet to catch up with Burberry on digital innovation”

So…. we thought it would be a good chance to analyse why they have done so well and see what sort of strategy they have in place.

Speaking to analysts for the company’s trading update for the last six months, Carol Fairweather acknowledged that rival brands were spending more on digital, but said Burberry’s “embedded” approach was a cut above the rest.

“Digital is embedded right through the organisation in everything we do. So yes, other people are beginning to invest in digital, but have they got the same advantage to the fact that it’s absolutely embedded in everything?”

This isn’t just a boastful statement, the financial figures speak for themselves;

  • Burberry have seen an exceptional rise in sales being “almost 14% higher than the rest of the luxury fashion market”
  • As well as accrediting a 9% year-on-year sales bump to their personalised efforts in this area.

And Carol Fairweather is right about another thing, it is literally embedded into everything; from the Company culture – 70% of the London HQ are aged 30 and under and are all encouraged to peruse Social Media on a daily basis. CEO Christopher Bailey often publishes webinars to all staff on how the company is doing and what creative initiatives are coming up next.

The stores themselves are digitally integrated; with digital chips around the store that activate as the consumer moves through the store, kicking off catwalk shows and fashion displays on mirrors.

Christopher Bailey (CEO And Chief Creative Officer) used an interesting choice of words when he said that he had wanted to ‘weave digital into the fabric of the business’.

From the conception of their first Facebook page in 2009 to having a presence on Google+,Twitter, Tumblr, Pinterest, Instagram, Youtube and now Snapchat and by being present on all these different channels, the company have managed to harness the attention of their key target market.

Burberry have approached social media in the way they probably would when creating a new fashion piece; Taking an item and turning it into the best it can possibly be. They use social media to provide, behind the scenes footage, discussions with Christopher Bailey and live stream runway shows, giving followers an intimate insight into the brand.

In an interview with GQ Christopher Bailey said of the company digital approach;

“We had realised that we had created a lot of platforms that only exist online so we decided we had to bring these to life. Our approach to the store was to make a bridge between the online and offline experience. Today I think we’re less concerned about where we actually shop, and more concerned about the experience we have while we’re shopping.”

Through these activities it is clear that Burberry have fully embraced innovative marketing techniques and as a result have managed to almost blur the boundary between its online environment and physical stores by providing followers an all-round digital experience by marrying technology and retail environment in a fascinating, creative and intrinsic way.

At the time of writing, Burberry are due to launch a special Snapchat series from LA and all week have provided followers with short video teasers by Fashion Models Naomi Campbell, Jourdan Dunn and Cara Delavigne introducing the upcoming segment.

So it’s easy to see why Burberry have been so successful! By sharing so much with their special online fans they have managed to keep up with the modern digital age and in turn boost their profits too.

We look forward to keeping an eye on Burberry and how they embrace the newer social media networks and what creative they come up with!

As always leave a comment below and if you have any questions about how to market your business online using Social Media then you can drop us a tweet @CarvillCreative

WhatsApp – Fast, Personal and Highly Engaged

whatsappFirst things first – What is WhatsApp?

WhatsApp Messenger is a cross-platform mobile messaging app which allows you to exchange messages without having to pay for SMS. Instant message is now hugely popular around the globe and has seen significant growth over the past few years. A new report from Juniper Research states that by 2018, instant messaging via mobiles will account for 75% of traffic – or 63 trillion messages! Accordingly to ComScore, WhatsApp is the most popular instant messaging service, followed closely by its Chinese equivalent, WeChat.

Who Can Use it?

Anyone with a smartphone. WhatsApp is available to download via the App Store and is available for all iPhone users, BlackBerry, Android, Windows Phones and Nokia.

How is instant messaging free?

Because WhatsApp Messenger uses the same internet data plan that you use for email and web browsing, therefore there is no cost to message.

WhatsApp was Bought by Facebook in 2014 for a whopping $19bn. The platform is one of the buzziest around with more than 700m monthly active users and carries 30bn messages per day. ‘A survey of 4,000 smartphone users by On Device found that 44% of users in five countries used WhatsApp at least once a week’.* (*Telegraph – Jan 2015)

Currently there is an annual charge for WhatsApp of $0.99 – however, this is only applicable in the US. It is likely that as adoption grows and more people become dependent on the platform, given that the platform has vowed never to carry advertising – then it may be that this low fee is rolled out globally – or even raised to assist with monetising the platform.

Based on the stats above, we know for sure that people are using it. In fact it is now arguably one of the world’s fastest-growing communication apps. The question is – how many of us are using it for business purposes?

WhatsApp for Business

As a communication tool, WhatsApp ticks all the right boxes. Being able to communicate directly with employees, clients, customers and colleagues by:

  • Chatting in real-time
  • Sending multimedia
  • Receiving and sending of voice and video messages
  • Transmitting messages to groups of up to 100 people

How to get started with WhatsApp

From your smartphone download the app fro the App Store.  You can then add an avatar to set up your profile as you wish. And then it’s a case of simply connecting with people in your network who are already on WhatsApp.

Two great assets of instant messaging are the ease and speed. It is said that it takes just 90 seconds for someone to respond to an instant message – whereas the average is 90 minutes for email.

These attractive elements mean that more and more business are finding it a useful way to keep in touch with groups of customers and clients.

However it’s important to be aware and remember that this platform has not been set up as a business resource. It’s for this reason that direct advertising and soliciting business has been strongly prohibited and actually violates the terms of its service. There is absolutely nothing to stop you sharing blogs, images, and engaging directly with customers, as long as you aren’t deemed to be hard selling.

In this day and age engaging directly with your customer or client is imperative. Keeping the conversation going and listening to their needs is all part of being a modern online social business. WhatsApp can assist with that – as ‘Rare Diamond’ diamond creators have demonstrated:

Case Study: Engaging with your clients:

A story from The Telegraph this year explained how diamond maker ‘Rare Pink’ uses WhatsApp to keep up a rapport with their clients.

Diamond Pink found WhatsApp to be a very personal source of communication with their customers, allowing them to stay in touch 24 hours a day and at short notice. In the article Rare Diamond used the example of a female city trader, who was a client, choosing to use WhatsApp as her source of communication. The lady in question was in touch with her assigned Rare Pink consultant via WhatsApp as she was unable to make calls at work and her emails were monitored. WhatsApp allowed her to privately keep in touch with her consultant about final amendments to her ring and resulted in her spending a great deal with the brand. And of course, because the platform allows not only text conversation, with no character limits – and also enables the sharing of images and video – (WhatsApp sends and receives 500 million images every day, compared with Facebook’s 350 million) – a simple and quick way to share visual content, ie: the design and development of the bespoke item being design – and of course to get instant feedback from the client too.

Engaging with your team:

WhatsApp isn’t only great for client liaison, it’s also a great internal tool that can almost work like an intranet within your business. Allowing you to communicate and chat via real time with colleagues and employees. The group chat feature is arguably the most useful business aspect of WhatsApp – allowing you to chat within a group of up to 100 people at once.

To Start a Group Chat:

  • Open WhatsApp and go to the Chats screen.
  • At the top of the chats screen, tap the New Group button.
  • Type in a subject or title.
  • Add group participants by selecting +, or by typing the name of the contact.  You will automatically be able to add anyone from your contacts database – and so it may mean that you have to add contacts first. They will receive an invitation to join the Group chat.
  • Tap Create to finish creating the group.

Whether you are using WhatsApp to communicate internally with colleagues or externally with clients there are some other handy WhatsApp features that are worth knowing for business use:

You can email an entire message history to someone:

For iOS users go to Settings and chooseEmail chat history‘.

For Android, click on the menu option in a conversation (it’s on the bottom-right of the screen), go to ‘More‘ and select Email Conversation, before entering the address of the recipient.

You can back up WhatsApp conversations:

Go to the Settings menu, choose ‘Chat preferences’, and then click on the Chat history backup option.

You can broadcast a WhatsApp to many contacts:

If you need to quickly get a message out to more than one person at a time – e.g. ‘Emergency meeting at 12pm’ – the easiest way to do this is to ‘broadcast’ a message in WhatsApp.

Select the Broadcast message option in the more menu and select the contacts you want to send it to. Then type your message and hit Send.

Whilst WhatsApp purposefully doesn’t promote itself as a business platform – and the founders have vowed that it won’t run advertising on the channel – [even following acquisition from Facebook, Mark Zuckerberg has agreed to keep the platform ad free] – there are some useful ways businesses can utilise the service for business purposes, beyond the direct sell.

WhatsApp Chat Tips and Facts:

  • There is no limit to the number of groups you can create.
  • Every group has one or more admins. Only admins can add or remove participants.
  • Only admins can make other participants admins.
  • If the original admin leaves the group, a new admin will be randomly assigned.
  • Only message people you know – don’t ‘cold message’ anyone for business purposes.
  • Keep groups targeted. All members of a group receive all notifications. There is an option for any member of a group chat to Mute notifications for either 8 hours, 1 week or 1 year.

8 Common Social Media Mistakes To Avoid

Fotolia_61778996_XSIf you’ve made the decision to get your business started on social media, then it is important to be active on there in order to reach your potential customers. However it’s important to remember that one little error could hurt your brand’s reputation.

Some of the most common mistakes companies make with social media are related to lack of knowledge. It can be an extremely dangerous medium if not handled with care – therefore to help you out we thought we’d highlight some of the most common social media mistakes that are easily avoidable:

  1. Failing To Create A Social Media Strategy

When first starting off on social media, people often rush to set up a Twitter and Facebook account so that they can say their company is all over social. However it’s not as easy as that. There’s nothing worse than seeing a company struggling to create a social media presence – don’t just start posting random messages that you think is going to be relevant – have a strategy in place.

The best social media strategies are carefully planned out – clearly defining what your objectives are, the type of ‘voice’ you want to use, what kind of messages will be posted (content, content, content) and what channels are best for your company.

  1. Not Sharing The Right Links On Your Website

When we’re browsing the web we often come across company websites that make the ultimate mistake of having social buttons on their website that don’t link to their accounts, instead they encourage users to tweet or share the page. This is a big no no! You want your customers to know you’re on social yes – but you also want them to be following and interacting with you. And they’re far more likely to do this if you make it easy for them to find you by linking directly to your accounts.

  1. Paying For Fans

After creating an account – everyone seems to focus on increasing the number of followers and likes they have. Whilst it’s great to have a large following and looks impressive on your site – it’s not what you should be most focussed on. There are many accounts that pay for their 1000’s of fans – but these fake fans add very little to your community and they won’t be as engaged as real fans of your brand. There are no shortcuts in social media – you need endeavour to build authentic relationships with your audience before expecting anything from them.

  1. Not Creating Original Content

You want to build share of mind or establish yourself as an authority figure in your industry, as well as engage your audience. But you can’t do that just by sharing the work of others. That’s not to say it’s not great to share relevant articles or blogs that you think your audience might enjoy reading – it just means that you should also be creating original content too – that you know your target audience is going to love. When you’re able to balance your original content with content of others, you’ll increase traffic; gain new followers and fans – getting people to ‘like you, know you, trust you – ultimately do business with you’ (in that order).

  1. Talking Too Much

Posting too much about irrelevant things and sharing too many ‘salesy’ posts provides very little useful, educational or compelling content for your audience. Such posts rarely get a lot of attention. Remember that social media is about creating conversations – you need to talk less and listen more. (As we say, we have two eyes, two ears and just one mouth). People will be more drawn to you if you’re building discussions with your customers and actually listening to what they’re saying rather than forcing your sales messages upon them. Remember, the social channels are conversational channels – pushing traditional marketing messages directly into a conversational channel isn’t what social stand for.

  1. Spelling Mistakes

Making mistakes with your spelling and grammar can really nosedive your reputation. If you’re posting something that has either a grammatical or punctuation error – then you’re automatically sending out a red flag to viewers. Not only will this put people off your company, but it’s likely that no one will be commenting or sharing that post – or even worse you’ll get a number of people who feel compelled to correct your error – making you look a little stupid. So be sure to double check everything before you post – take a step back and re- read what you’ve written. Mistakes are highly likely to generate negative attention, so be certain that your work is flawless – otherwise you may never hear the end of it!

  1. Too Many Hashtags

There’s no doubt that you’ve used a hashtag here and there and that’s all very well, and is a useful way to join relevant conversations. However,  sharing too many hashtags becomes a problem. Studies have shown that posts that include more than three hashtags receive fewer actions to those only using one or two.

While we’re on the subject of hashtags, it is also best practice to make sure that you are only sharing hashtags on the channels that use them – by these we mean Twitter, Facebook, Google+ and Instagram. We often see people sharing the same message on LinkedIn as they did on Twitter and forgetting to take the hashtags out – this just looks messy.

  1. Not Tracking Your Activity

Your social media activity is almost pointless if you’re not tracking your activity. How do you know if your updates are reaching the right people? Are your efforts bringing return on your investment? Without consistently monitoring these things you’re unable to see the effectiveness of your activity or campaigns. Even if you’re just tracking your activity at the end of every month and comparing your results with the month before, this is still enough to give you an insight into how things are going, which content works and what you can be focusing on going forward.

If you can think of any other mistakes you have come across or made in the past, be sure to tweet us and let us know via @carvillcreative. In the meantime, we hope we’ve given you enough warning – don’t make the same mistake twice.

Have You Noticed The Very Small Yet Useful Recent Facebook Update?

Sharing, liking and commenting as yourself (from your personal profile) on your business pages’ posts have never been possible on Facebook – until now.

Facebook now gives you the option to perform an action on one of your pages’ posts from another page or as you (from your personal profile).

Here’s an example: In order to ‘Like’ the post below on the Carvill Creative Facebook page from a personal profile –  you need to log in to Facebook as yourself and then search for the Carvill Creative page either in search or using the search bar. Once you’re on the page, you will then notice that each post now has a drop down arrow in the bottom right hand corner – this gives you the option to change who you want ‘Like’ and comment as.

pic 12

 

 

 

 

 

 

 

 

 

 

In order to like the page as yourself (from your personal profile), you need to switch the account – in order to do this you need to click on the dropdown arrow and it gives you the option of what profile or company page you want to use to perform an action on this post (see below).

pic13

 

 

 

 

 

 

 

Throughout the years, Facebook has made a number of changes to the newsfeed. The status updates that now appear in your newsfeeds are influenced by personal connections and activity on Facebook – this is usually the top 10-12% of your Facebook friends or pages that you interact with. The number of likes and comments received by a post will also influence its position in the newsfeed.

Therefore, this new feature will be particularly useful for increasing the number of people seeing your posts on your company page. By clicking ‘Like’ on your own company posts and updates via your personal profile, you will be exposing that post to friends who have not yet liked your company page as well as improving the posts’ ranking in the newsfeed.

This feature is great if you are hosting a competition or wanting to get the word out about a new product or service.

How To Choose Your Social Media Channels Wisely

social media channelsOnce your business has made a decision to jump on the social media bandwagon, the next decision is to decide upon what channels to use and how much time do you want to spend posting, tweeting, pinning, cricling, creating or following?

When making these decisions, businesses often make the mistake of signing up to all the most popular networks, hoping to have a business impact by reaching the right customers straight away. The reality is that it’s virtually impossible to do them all – or at least do them all well.

Businesses that do try, often go in all guns blazing, then after a week or two, due to the lack of responses to their online activities, the use of social media channels by that business rapidly dwindles – and they’ll often end up with a Facebook page with a couple of half-hearted posts on them, or Twitter feed with the latest tweets being 6 months old. This end result can actually be more damaging to your business than not having any social network presence at all.

The one piece of advice we can give you is to choose your channels wisely – don’t try to be everywhere! The important thing you need to figure out is which channels are dominant for your market.

In social media, it’s about quality, not just quantity. Doing two or three channels really well with consistent, highly engaging content is what will lead to conversion and customers.

Here are a few ways to come to the conclusion about the right social media channels for you:

  • Where does your business sit in the social media space?
  • Are you aiming to build a community presence? If so then Facebook, Twitter and Google+ could be for you.
  • Does your business use a lot of images? If so then perhaps Instagram or Pinterest is the way to go.
  • If you’re a business can provide professional and useful insights for others within your industry then get yourselves on LinkedIn.
  • Think about your target audience – where is your target buyer and what channels are they using?
  • Have a look at your competitors – what channels are they using? Are they doing well on social?
  • Do you have time to be working on all the social media sites? How many channels do you think you can do really well on?
  • Have a clear social media strategy in place – then you can work out a plan that you can realistically implement.
  • Keep in mind that social media takes time, especially if you want to build up a reputation – so don’t get frustrated if you’re not getting instant results.

It’s very important that you choose the right channel or channels from the outset and it’s equally important that you do not get distracted in trying to support your profiles on those channels.

Whichever social networks you choose to use, be prepared to sufficiently resource the activity – this will take some time, skills and prompt responses to build up the right social network for your business. Once you’ve learnt how to master one or two channels to begin with, you can than progress to the next one.

You’ll be surprised at how much time an effective social media presences takes up – so don’t overburden yourself initially, as that is a guaranteed recipe for failure.

How To Get Started With Pinterest Analytics

Are you using Pinterest for your business yet? If so then be sure to make the most of Pinterest Analytics.

Even though Pinterest analytics aren’t really new, they have been enhanced to help you find out how and who is interacting with your pages.

The new analytics dashboard can now be used to give business users more insights into their Pinterest accounts. The dashboard is meant to showcase how users are engaging with the content businesses and people pin to their various boards – therefore enabling you to investigate a number of different metrics about people who engage with your content.

What Are The New Features?

There are many exciting new features to explore in Pinterest analytics – so let’s take a closer look at some of these features:

  • An Overview Of Your Profile:

These analytics are designed to provide a quick view of overall reach – where you can view the number of impressions and views that your content received as well as how that number has trended over time.

Not only will the analytics give you impressions, tell you the number of repins and clicks you’ve had, but it also offers advice on how to increase those impressions. This tool is very handy as you can adapt their online marketing strategy to target the most relevant audience.

In order to see information about impressions, repins and clicks you need to select the ‘show more’ button.

pinterest 1

 

 

 

 

 

 

 

 

 

 

  • Insights Into Your Audience

The best thing about the analytics dashboard is that it shares demographics and common interest data with you.

Not only can you measure the number of users who engage with your pins and where those users are from (in terms of country, language and gender), but you can also see what their interests are based on their Pinterest activity. The analytics will also offer advice on how to increase impressions and repins so that you can adapt your activity to target your most relevant audiences.

pinterest 2

 

 

 

 

 

 

 

 

  • Performance Of Pins

Finally you can also see ‘Top Pin’ impressions, which give insightful information about how various pins have performed. Here you’ll be able to see which pins have generated the most clicks and repins (behaviour and engagement) and how users have interacted with those pins.

pinterest 3

 

Why Are These Features Important?

It’s important to get to grips with Pinterest Analytics because you need to get to know your audience in order to perform better on the platform.  Knowing your Pinterest audience will tell you which images are likely to perform better, what times are best to pin and what products are likely to appeal.

We hope you’re now up to speed on everything Pinterest Analytics has to offer – and just remember, having all this data is great to look at, but doing something with it is what counts!